English |
Research on Behavioral Dynamics in Digital Content Consumption
主讲人：刘勇
时间：9月27日 9：00
地点：色情导航 A602
Abstract:
The consumption of digital content products such as video games and streaming music is a continuous process
in which users access the product repeatedly and in varying durations. On top of these dynamics, digital
content consumption is associated with rich consumer heterogeneity and often influenced by external factors
such as the real-world backdrop of video games. I will discuss two research projects utilizing individual-level
user data to study digital content consumption. The empirical context is video games. In one project, we
propose a novel and flexible model that combines an attention-based recurrent neural network (RNN) and a marked
point process. This model provides an effective tool for video game companies to predict game playing and purchasebased on individual-level historical data. In another project, we analyze the effects of real-world events
occurring in the professional sports league, which is the backdrop of the video game, on the gamers’ play
behavior in the virtual world. We further document the heterogeneity of professional sports teams’ online
marketing efforts.
